The Facebook Change in Targeting

The Facebook Change in Targeting

The Facebook Change in Targeting

Last July, Facebook changed their rules around paid advertisements that fall in the ‘employment’ category, and everyone that uses Facebook for targeted recruitment ads collectively hit the panic button.  Now that enough time has passed for proper data collection over hundreds of identical ads from both before after the change, I wanted to share the results for a particular type of job: commercial truck drivers. 

 We advertise on Facebook for one of our clients a significant number of paid targeted ads (100+ per month) for Commercial Drivers License holders and have data from the exact same ads both pre and post change in targeting criteria.  Before the change, we were targeting our ads with the following interests: Truck Driver or CDL, Long haul Truck driver or CDL, Semi Truck Driver, Trailer Truck Driver, OTR Truck Driver.  We also targeted age of 21+, as that is a requirement to hold a CDL.  Those interests are all highly relevant to the job for which the ad was designed to recruit candidates.  After the change, we are only targeting by the interest categories of ‘trucks’ or ‘job hunting’.  We are unable to target by age, so all ads are 18+, even though 18-21 year olds aren’t legally able to hold their CDL.  It is worth mentioning that the headline of the ads includes the phase “CDL holders” so that the people clicking through are not mislead. Lastly, we also optimize our ads for conversion, and the conversion is someone actually beginning the application.  This at minimum puts the individual into the CRM for future retargeting.

Let’s look at the data.

Pre Targeting Change:

Cost per unique click: $.76

Cost per 1,000 impressions: $9.29

Unique Click Through Ratio: 3.66%

Frequency (number of times someone see the ad on average): 2.99

Cost per completed application: $7.86

Total ad impressions: 3.3 million

Post Targeting Change:

Cost per unique click: $.76

Cost per 1,000 impressions: $9.54

Unique Click Through Ratio: 4.23%

Frequency (number of times someone see the ad on average): 3.66

Cost per completed application: $7.91

Total ad impressions: 4.1 million

It is worth noting that we track the candidate through to completed application as well, and the difference in cost per completed application was negligible.

As you can see, the cost per unique click is identical, whereas the unique click through ratio is much higher after the change.  This is because, after the change, the individuals that Facebook displays the ad to see the ad much more often. 

We all know that Facebook knows far more about us than most are comfortable with admitting, and as the data shows, especially the crucial cost per application figures, Facebook does not need our targeting criteria input to determine the best individuals to expose to the ad.  

 

Facebook continues to be an excellent source of candidates, despite the perceived lack of targeting control after the change in employment ad requirements.

Share this post

Share on facebook
Share on google
Share on twitter
Share on linkedin
Share on pinterest
Share on print
Share on email